Amazon's New Kindle Fire and Kindle Paperwhite Shown in Ads Before Launch

Amazon is scheduled to hold a press conference Thursday morning in Santa Monica, Calif., where it is expected to release its new Kindles. But it looks like the company let the cat out of the bag Wednesday evening with some TV ads showing the new products.

Airing during the NFL Kickoff, the ad showed two devices that appear to be the new Kindle Fire, Amazon's 7-inch tablet, and a new Kindle e-reader. The new Fire appeared to have a larger bezel, or frame, around the screen, as well as a webcam. The previous version of the Fire, which Amazon said it sold out of last week, lacked a camera.